Holland Cooper Founder Jade Holland Cooper's Race Day Style Guide
When Jade Holland Cooper isn't managing her multi-million pound luxury fashion empire, Holland Cooper, she's actively participating in the prestigious race day circuit. Her distinctive style—featuring statement coats, elegant knee-high boots, and sophisticated hats—has become integral to her personal image and serves as the primary inspiration for her brand's unique country-urban aesthetic. This aesthetic blends traditional tailoring with a countryside edge, offering elevated wardrobe essentials and specialized equestrian wear.
Attendees at premier race days across the United Kingdom will frequently spot revellers adorned in Holland Cooper designs. While the brand strongly resonates with the conventional racing community, it has also cultivated a loyal celebrity following that includes Claudia Winkleman, Mary Berry, Jodie Kidd, and even royalty. Notably, The Princess of Wales has been seen wearing and re-wearing the brand's double-breasted coat in a blue and green Blackwatch tartan at multiple public events.
This widespread appeal has translated into significant financial success. Holland Cooper's pre-tax profits soared to £8.56 million, with turnover reaching an impressive £50.15 million for the year ending March 2025. Jade Holland Cooper has undoubtedly established herself as an authority within this specific niche of British fashion. Here, she generously shares her insider race day dressing tips and highlights common styling mistakes to avoid.
How to Achieve the Country-Smart Look
'Cheltenham truly resembles a countryside catwalk—featuring familiar faces, exceptional racing, and a wonderful celebration of British craftsmanship and style. The country-smart look is fundamentally about pairing elegance with practicality while remaining faithful to classic countryside aesthetics. Dressing for Cheltenham should feel polished, yet it must remain rooted in heritage. For me, the coat always serves as the hero piece; it's the foundation of the entire outfit. Layering with thin thermals underneath is also crucial, as the weather can be highly unpredictable. Practicality genuinely matters when you're spending an entire day outdoors.'
Don't Dress for Cheltenham as You Would for Other Races
'At Cheltenham, there are no strict rules, which contributes to its unique charm, but the atmosphere consistently encourages a sense of occasion. Cheltenham style is often confused with Ascot or Aintree, but it's quite distinct. The look here is much more grounded in heritage—think beautiful tweeds, tailoring, and pieces that work harmoniously with the elements rather than against them.'
Choose Your Camp: Dresses Versus Co-Ords
'I've always adored a well-cut co-ord for the races. A jacket paired with a matching skirt or trousers feels incredibly polished yet effortless. For this season, we launched our 360 maxi skirt with a peplum jacket in several fabrics, and this combination has been enthusiastically embraced by our customers. Ultimately, whether you select a co-ord or a one-piece look, it's about feeling confident, comfortable, and fully prepared for the day.'
Make a Coat the Outfit
'For Cheltenham, the coat is absolutely key. I almost always start there, particularly because the weather can be so unpredictable. Shape and texture are everything. A beautifully structured wool or tweed coat will always appear elegant, and belted styles are especially flattering as they create a cinched waist silhouette. We recently launched our Cheltenham Coat, which was specifically designed with this event in mind. It's full-length for warmth but impeccably tailored with a fit-and-flare shape. I would style it with knee-high boots and a great pair of leather gloves—timeless and incredibly chic.'
To Cape or Not to Cape?
'Capes have experienced a genuine resurgence recently—especially after Claudia Winkleman wore our cape on The Traitors, which was fantastic to see. However, we've actually been designing capes since 2008. A well-cut wool cape layered over knitwear looks incredibly elegant while still allowing freedom of movement. Paired with gloves and knee-high boots, it's a timeless combination you can return to year after year.'
Pick the Right Prints
'Cheltenham is the perfect place to embrace classic British patterns—checks, herringbone, tweed, and subtle plaids always feel right at home. I've never been one to shy away from prints myself and have worn houndstooth before, which always makes a statement. Nowadays, I tend to gravitate towards heritage patterns like tweed or a deep green herringbone.'
The Biggest Rule for Cheltenham Hats
'A hat is always a lovely finishing touch at Cheltenham, though the style tends to be far more understated than at other race meetings. For me, practicality is important—you want something that fits well and feels comfortable enough to wear all day. I recommend a structured fedora as they frame the face beautifully and offer a little protection from the elements. I would avoid anything overly elaborate.'
My Favourite Footwear
'You'll spend most of the day walking across grass or gravel, so delicate heels can quickly become a mistake. A sturdy boot or a block heel is always the smarter choice. Personally, I love a knee-high boot for Cheltenham. It's elegant, warm, comfortable, and completely in keeping with the countryside setting.'
The Best Race Day Accessory
'A beautiful pair of leather gloves is something I rarely attend the races without. They instantly elevate an outfit and are incredibly useful on colder days. I also tend to carry a small structured bag—just large enough for essentials like a phone and lipstick.'
Seasoned Hacks for Looking Chic in Bad Weather
'Layering is all you need to think about. A thermal base layer, knitwear, and a great coat can make all the difference when the temperature drops. A hat is also incredibly useful for keeping dry while still looking polished, and a classic umbrella is always worth having to hand as the weather can change very quickly.'
My Biggest Race-Dressing Fashion Faux Pas
'Early on, I remember wearing a much lighter coat than I should have and quickly realizing just how cold it can be at Cheltenham. I shivered the whole day. It taught me very quickly that dressing should always go hand-in-hand with sensible style.'
The One Thing You Should Never Wear
'Very high stilettos, overly floaty fabrics, or pieces that simply aren't designed for outdoor weather can make the day far less enjoyable, as it's not Ascot. Cheltenham style should feel elegant, but always grounded in reality—which, in truth, is very cold.'
